We live in the world of commodities: products and services are so abundant and varied, they have become hard to tell apart and choose from. Just what is the difference between Bank A and Bank B? Why choose Car X over Car Y? Blue jeans? They’re all blue! Confusion reigns.
It’s brands that win. Brands that appeal to their customers on a personal identity level, that is. Aspirational brands. This is who I am, hence I use this service. This is who I want to be, hence I buy this product. This is who I want others to think I am, hence I prefer this brand.
How to get there? Look at your customers’ needs related to your product and place them on the Abraham Maslow’s hierarchy of needs. The trick is to figure out how to reach them at the top of the pyramid, how your brand can satisfy their self-actualization needs and relate to their identity: Bank A supports finance education for kids – they care like I do. Car Y will make me feel younger. I am beautiful in these jeans!
